Penny “Christmas Doesn’t Need Much, Only Love”

Glassworks Amsterdam combines 3D characters and practical miniatures with a delicate cover of Elton John’s “Your Song” in this emotional spot, the centerpiece of a campaign for German discount supermarket chain Penny.

ECD Christoph Everke at agency Serviceplan: “The film and its soundtrack express exactly what people in Germany are experiencing every day. They are getting by with limited resources and their successes are often down to the fact that they are stronger than people who have never had to struggle.

“The film is an homage to these tough people who do their utmost every day to care for their family.”

The campaign also includes a series of tear-inducing mini-docs showing how the brand made several children’s unique and seemingly impossible Christmas wishes come true…